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Customized Furniture Promos Generate Retail Web Traffic

Coaster and Broyhill Furniture promotions were based on consumers’ local online searches

Published by Home Furnishings | June 1, 2017

SCOTTSDALE, Ariz.— An omnichannel furniture promotion program has generated considerable traffic on independent furniture retailer’s websites, according to Retailer Web Services.

The Coaster and Broyhill Furniture promotions, which were based on consumers’ local online searches, launched on nearly 100 furniture retailers’ websites earlier this spring and generated more than 1,600 calls and nearly 400 GPS navigations to stores from mobile sites, said RWS, which provides digital marketing tools to home furnishings retailers.

Coaster’s promotion offered decorating tips and style trends and was featured on multiple digital mediums, including retail websites and Facebook.

The promotions aligned with consumers’ purchase intentions by sending targeted and timely emails and generated a more than 50 percent open rate and an average 20 percent click-thru rate, RWS said.

“Smart automation features make it easy for retailers to follow up with prospects who are scouring a lot of websites, staying top of mind with them, bringing them back to the website and encouraging them further down the purchasing path," said RWS COO Jennie Gilbert. The RWS pilot program helps convert anonymous website visitors into real prospects, she said. It’s “not just a place to buy furniture, but can help you create a stylish and cozy living room."

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